Editor’s Note: It’s time for another Q&A Monday! Today’s question comes from a reader named Vidit Narang. Vidit asks:
Hi Melissa, can you please write something related to how brands can overcome damage already incurred to their brand in a crisis, by means of social media activity?
In truth Vidit, it really depends on the particular situation and the brand. However, below are some good key points to remember and focus on when trying to re-build your brand’s good name post-crisis:
- The more honest, transparent and sincere you are with your audience, the more you will appeal to them on a human level and gain their trust and forgiveness.
- Learn your lesson. State what you are doing to make sure that it doesn’t happen again – and then actually make sure that it doesn’t happen again.
- Sincerely apologize when an apology is due.
- When in doubt, always remember to focus on building a relationship with your market. Well-established relationships go a long way in and out of a crisis.
- Be careful about what marketing messages and campaigns you launch during and immediately after the crisis.
Always remember: The best way to recoup your brand after a crisis is to have managed the crisis effectively when it was taking place. This means:
- Not ignoring the crisis in hopes that it will go away
- Responding to the public’s inquiries and demands for updates in real-time, with an understanding and sympathetic tone, while being as open and honest as you possibly can
- Put the victims of the crisis and the public first.
- Be real. Be human. Be sincere. Be honest. Be understanding. Be current. Be reliable. Be apologetic.
Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.
Hi Melissa,
I would also add a couple of further points regarding "Recouping Your Brand’s Reputation After a Crisis":
1. I'd give more prominence (emphasis) to the company / brand Corporate and Social Responsibility activity – the charitable acts, the sustainable nature of projects and green credentials.
2. I'd also privately approach your non-employee influencers list and ask for their support – typically they are well networked individuals who are respected by fans / agitators of the Brand or company. Their support could simply be a positive tweet, a short blog post – any number of elements that increase the positive work carried out previous to the incident.
Good luck Vidit!
ps. I'm loving your work Melissa
Hi Colin,
Excellent additions! Thanks for taking the time to add to the list, and for your kind words 🙂